The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO)

The click rate is important because it represents the second level of contact engagement pertaining to the actual content of the email you sent. The click rate gives you an indication of whether or not the content was effective in getting contacts to click links in the email. The click rate also can give you an idea of how effective the placement and design of your calls to action are.

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded.

The conversion rate metric is important because it indicates how effective the email you sent is at getting your contacts to perform an action. Whether it's making a purchase or downloading a whitepaper, the ultimate goal of email marketing is to compel your contacts to perform an action.

The sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.

The sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the sent metric is the starting point for evaluating how many of your emails actually got delivered.

The delivered metric represents the total number of emails that were successfully delivered as part of a particular message, delivery, A/B split test, automated message rule, or delivery group. DMA/EEC equivalent: Accepted

The delivered metric is important because it let's you know how many total emails were successfully sent for a particular message, delivery, A/B split test, automated message rule, or delivery group. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The conversions metric represents the unique conversions that have been recorded. Conversions track when a contact performs an action as a result of an email you send them, such as making purchases, making donations, or filling out surveys. A unique conversion is only recorded the first time an action from an email is performed. If a contact buys something from you via an email you send them, and then later on purchases something from you via that same email, then only 1 unique conversion is recorded.

Tip - In order to track conversions, you need to setup the conversion tracking URL and add it to pages on your site. For more information on setting up conversion tracking, see Setting Up Conversion Tracking in help.

The conversions metric is extremely important because at the end of the day, the reason you send email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written and clicks may tell you how engaging the content is, but conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO)

The click rate is important because it represents the second level of contact engagement pertaining to the actual content of the email you sent. The click rate gives you an indication of whether or not the content was effective in getting contacts to click links in the email. The click rate also can give you an idea of how effective the placement and design of your calls to action are.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.

The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO)

The click rate is important because it represents the second level of contact engagement pertaining to the actual content of the email you sent. The click rate gives you an indication of whether or not the content was effective in getting contacts to click links in the email. The click rate also can give you an idea of how effective the placement and design of your calls to action are.

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

The sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.

The sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the sent metric is the starting point for evaluating how many of your emails actually got delivered.

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

Hard bounces are permanent delivery failures. For example, the mailbox and/or domain does not exist for an email address. The from hard bounce metric represents the number of sent emails that were not delivered due to hard bounces.

Tip - For more information on the bounce classification system, see A Guide To Bounces in the help section.

The from hard bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of hard bounces, you need to review who you are sending to and the content you are sending.

The complaint rate represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop.

Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in the help section.  

Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in the help section.

The complaint rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP. They can do this by clicking the Report Spam button (or similarly named button) after receiving a message from you.

The complaint rate represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop.

Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in the help section.

Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in the  help section.

The complaint rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP. They can do this by clicking the Report Spam button (or similarly named button) after receiving a message from you.

The complaint rate represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop.

Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in the help section.

Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in the help section.

The complaint rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP. They can do this by clicking the Report Spam button (or similarly named button) after receiving a message from you.

The complaint rate represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop.

Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, and Their Impact On Your Account in the help section.

Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in the help section.

The complaint rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP. They can do this by clicking the Report Spam button (or similarly named button) after receiving a message from you.

The from complaint metric represents the total number of contacts that were lost (made inactive) by complaining via an ISP feedback loop or the applications complaint system.

Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in the help section.

Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in the help section.

The from complaint metric is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP or via the application, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.